The purpose for being online – impacts the expectations users have for the advertising. This is a great synopsis: For those seeking information, ad salience didn’t have a significant effect on ad avoidance, indicating that ad-task relevant is indeed the key factor determining ad-avoidance phenomenon. However, in the case of those who were browsing the web for entertainment purposes actually liked the ads that were deemed salient, such as those that were large and featured animated images. Thus, salience did play more of a role in entertainment seekers, as they reported ads that were not too intrusive and featured animation were more likely to catch their eye, especially if they were relevant to fashion, the topic they were reading about. That is, people with an information-seeking motivation tended to scrutinize message-relevant information that could help them achieve their tasks, while people with an entertainment-seeking motivation tended to rely more on visually salient cues of ads.

Tulo features an in-depth examination of the sleep habits of 1950's TV characters on The Daily Beast. Great storytelling and a perfect fit for the the Daily Beast reader, who likes to go deep into a topic and seeks studies and sources that help her better understand. Great work.

On a IAB study of Ad Supported Video Player – OTT consumers. Ad receptiveness is stronger for ASV OTT viewers than those who watch SVOD or TV-only.

ASV OTT viewers are more likely to try new brands, with 36 percent stating they learn about new brands/products/services from video ads. In fact, ASV OTT viewers report spending more on online subscription purchases ($119 per month vs. $89/mo for SVOD viewers)—from meal kits to contact lenses—making them an ideal target for direct-to-consumer marketers.